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Exploring advergaming and its online advertising implications

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  • Alan D. Smith

Abstract

Traditional methods of Internet advertising, such as banners and pop-ups, have lost their support by marketers in recent years. Good businesses recognise the value of ongoing customer relationship management and the potential profits that come from cultivating and strengthening that relationship over time. The end of the Information Technology (IT) boom has brought managers' attention back to the essence of Customer Relationship Management (CRM). When IT companies were no longer able to sustain their billion dollar businesses, they began focusing their attention to the importance of retaining loyal customers. Advergaming is potentially a dramatic way, because advertising online is cheaper than companies can through more traditional media and more effectively than using banners and pop-ups. Advergames may be able to take advantage of the recent trend of online gaming by targeting many different and specific demographic groups of consumers. Many companies that utilise advergaming have seen a great response from consumers. The Diffusion of Innovations Theory may assist in explaining the basic evolution as some companies are adopting the usage of advergaming in their marketing strategies.

Suggested Citation

  • Alan D. Smith, 2007. "Exploring advergaming and its online advertising implications," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 2(3), pages 298-311.
    • Handle: RePEc:ids:ijbisy:v:2:y:2007:i:3:p:298-311
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    Cited by:

    1. Damir Dobriniæ & Iva Gregurec & Dunja Dobriniæ, 2021. "Examining the factors of influence on avoiding personalized ads on Facebook," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 39(2), pages 401-428.

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